Siri Matsdotter Berggren

E-post: siri.matsdotter.berggren@berghs.se

Telefon: +46704125793

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Siri Matsdotter Berggren

Portfolio:

BRAND X CASE 2011 - ARLA “Unleash the potential of...

BRAND X CASE 2011 - ARLA “Unleash the potential of milk!”

Group 11
Thomas Heiner Beckett - Marketing Communication,
Pontus Levahn - Advertising - Copywriter/AD,
Sarah L Létourneau - Interactive Communication,
Emelie Sandahl - Account Management,
Emma Fällman - Graphic Design,
Siri Matsdotter Berggren - Berghs Bachelor,
Sara Kalén - Berghs Bachelor,
Martin Grewin - Strategic Communication & PR

Our mission: To unleash the potential of milk targeting young adults between 18-25 years old.

Our insights:
- Milk does not have a clear position. When soda drinks are fun and water refreshing milk… just is. We figured out that milk is something you drink when you are relaxed, at home chilling out. By making people associate milk with chilling out the position will be crystal clear.
- Young adults are stressed out by social media. They have a constant pressure of updating what they are doing, where they are and so forth. What use to be a fun time killer has now jumped up to our everyday to do-list that is already filled to the brim.

Our solution: An iPhone application that, instead of checking you in, checks you out from Facebook and Twitter. A timer keeps track of how many hours you are checked out every week and if you manage to be checked out for a whole 24 hours you will get rewarded - with a free milk coupon.

To launch the campaign we will send out press releases to all the universities in Sweden letting them know about a competition - which school has the best character? By register which university you are in you will take part in helping your school in collecting the most checked out hours. The price? A Check Out-room tailor-made to your wishes built at your school. And naturally it will have a milk fridge!

Visit teameleven.tumblr.com to read more about the process through the project!